Market Research Matters: Tools and Techniques for Aligning Your Business - Hardcover

Duboff, Robert; Spaeth, Jim

9780471360056: Market Research Matters: Tools and Techniques for Aligning Your Business

Hardcover

ISBN 10: 0471360058 ISBN 13: 9780471360056

Publisher: John Wiley & Sons, 2000

A unique approach to forecasting market trends, customer needs, and the future of your business Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business. This comprehensive book provides managers with tools they can use to align their company's market research and business planning efforts with their organization's overall business strategy and operations. Transforms traditional forecasting methods into practical, analytical tools. Robert Duboff (Boston, MA) is a Vice President at Mercer Management Consulting, specializing in helping clients achieve their marketing goals. Duboff has published articles in such business publications as the Journal of Business Strategy and Advertising Age, and is on the Board of Directors for the Advertising Research Foundation. James Spaeth (Boston, MA) is President of the Advertising Research Foundation, a nonprofit corporate-membership association in the field of advertising, marketing, and media research.

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Product Description:

The Strategic Anticipation Approach to Market Research A unique approach to forecasting market trends, customer needs, and the future of your business Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business.

Review:

"this book has a good deal to offer market researchers struggling to justify their role in difficult and rapidly changing world and is good for money." -- Int Jnl of Market Research, April 2001

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